Learning outcomes

Regarding student’s competences, the course mainly develops knowledge and reasoning, scientific and systematic approaches, personal development and to a lesser extent the other competences of the competency framework, i.e., corporate citizenship, innovation and entrepreneurship, professional development, teamwork and leadership as well as communication and interpersonal skills.

Goals

The Customer Relationship Management course aims at providing students with an understanding of the principles, techniques and practices of CRM, that is appreciate the complexity of valuing customers, of collecting and managing relationship data, of identifying and targeting the most profitable ones, of satisficing and retaining them. It also aims at sharing the excitement and the organizational, technological and strategic challenges that services companies face when implementing CRM solutions.

Content

The topics and issues covered are

  • CRM definition, principles and concepts: relationship management, trust, commitment, customer acquisition, development, satisfaction, retention, loyalty, etc.
  • Data management issues: managing points of contact, collecting relationship data, organizing and storing data, reporting, managing data quality and privacy
  • Technological issues: IT, business intelligence, processes
  • Analytical issues: KPIs & metrics, customer segmentations, customer lifetime value, RFM analysis, churn prediction, etc.
  • Operational & organizational issues: marketing, sales and service business processes integration, multi-channel strategy, softwares, campaign management

Assessment method

The evaluation of students will be made by means of a project (30-40%) and a written examination covering all the topics discussed in the classroom (70-60%). The exam will be composed of a theoretical part (concepts and theory) and an application part (exercise and/or short case study).

Sources, references and any support material

Course material and recommended readings

The course pack (slides) is available before the course on the web platform.

The two key reference textbooks are

  • Kumar, V., Reinartz, W. (2012). Customer Relationship Management: Concept, Strategy, and Tools. 2nd Edition. Berlin: Springer-Verlag.
  • Kumar, V., Petersen, A. J. (2012). Statistical Methods in Customer Relationship Management. Chechester, UK: John Wiley & Sons.

Other readings:

  • Egan, J. (2012). Relationship Marketing. 4th edition. Harlow, England: Pearson Education.
  • Peelen, E. (2005). Customer Relationship Management. Harlow, England: FT Prentice Hall & Pearson Education.
  • As well as papers in scientific and professional journals.

Language of instruction

French